Economy

MDN sets to address challenges of creative industry with business models

by OBINNA EMELIKE

August 28, 2017 | 3:03 pm
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Worried by some lingering challenges facing the Nigerian creative industry, especially finance and distribution, Media Distribution Networks (MDN) Limited has designed a framework aimed at putting in place a transparent, accountable and traceable worldwide system for the identification and distribution of Nigerian creative content globally.
While unveiling the framework, which includes Aggregation Business Model and Tracking Framework, Rahman Muhammed Raji, MD/CEO, MDN Limited, noted that the framework would assist in the fight against piracy, enable the use of copyright protected works to be controlled; create accountability, transparency and efficiency and would facilitate the distribution and collection of royalties (performances, private copying) as appropriate.
The two models are imperative to further boost the market acceptance of the Nigerian creative industry, its exciting offerings and the limitless investment opportunities, which need structure and tracking in order to be fully optimized.
Explaining the models, Raji said that the Content Tracking Framework is designed to streamline distribution operations and increased the monetization of content significantly thereby impose an order on the chaos of global distribution.
Stressing further the need for the framework, Raji cited PWC Report, which stated that Nigeria’s entertainment and media revenues would reach an estimated US$8.5bn in 2018, more than doubling from the 2013 figure of $4.0bn at a Compound Annual Growth Rate (CAGR) of 16.1 percent, while digital music download and video streaming of Nigerian content is estimated to generate conservatively US$20m monthly.
While the growth projection is a good development, Raji noted that Nigeria could only benefit from the impending boom if structures like the aggregation business model and tracking framework are in place.
“In developed countries, content producers and distribution platforms such as iTunes, Google Play, Hulu, Netflix and other giant platforms where new audience can view media content have criticised their dependence on the “middle men” as currently obtained in Nigeria. Most of them have now embraced the use of a content aggregator because the option is becoming more transparent and affordable for content owners with hybrid distribution strategies in mind”.
However, MDN Limited is opening collaboration opportunities to related organizations in the implementation of the aggregation framework in Nigeria.
One of such collaborations, according to Raji, is a strategic partnership with the Alliance of Nollywood Guilds and Associations (ANOGA), a coalition comprising 31 Nollywood guilds and associations led by Victor Ashaolu, president, Nigerian Theatre Arts Practitioners (ANTP). The aim of the strategic partnership with ANOGA is to appoint MDN Limited as the Exclusive Aggregator for and on behalf of all content owners in the Nollywood industry in Nigeria with specific mandate to implement the MDN framework for the overall development of the Industry.
As part of its activities as a content aggregator for the creative sector, MDN Limited, according to the MD/CEO, the company has officially written to the major Telcos in Nigeria whose platform are being used to distribute media content namely MTN, GLO, AIRTEL and 9mobile, informing them of its appointment as aggregator for and on behalf of the entertainment industry in Nigeria.
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by OBINNA EMELIKE

August 28, 2017 | 3:03 pm
  |     |     |   Start Conversation

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